BRAND AND RETAIL MANAGEMENT (II MODULO)
The course aims to provide specialized knowledge on management of commercial enterprises, through the analysis of the management aspects that characterize the different types of companies operating in both of wholesale and retail trade sector, as well as current characteristics of distribution systems and industry-distribution relationships.
EXPECTED LEARNING RESULTS
Knowledge and understanding skills
The student should demonstrate to understand the management principles and business logic referred to the commercial enterprises. He must also know the main management tools, both strategically and operationally, used by the commercial enterprises, and understand the key factors for achieving competitive advantage in different commercial contexts.
Ability to apply knowledge and understanding
The student should be able to apply the acquired knowledge in different operating contexts: in particular, he/she must be able to apply retail management principles in relation to the different types of commercial enterprises, and to the different operating conditions, demonstrating how to apply the principles and management tools in a contextualized and flexible way.
The student should demonstrate to use the conceptual and operational tools learned in a critical manner by developing knowledge-processing skills; He should be able also to identify the specific issues of the different management situations, varying from sector to sector (wholesale and retail trade) and also from enterprise to enterprise.
The student should demonstrate the ability to communicate clearly and comprehensively the acquired knowledge, either in written form or in oral form. He should have the ability to use the appropriate technical language, using the Italian and English terminology used in the retail management discipline; He must also develop synthesis skills in the written and oral exposition of the topics.
The student should demonstrate the ability to study in an independently manner, knowing how to find bibliographic references relevant to the scope of study; He should also demonstrate the ability to link the acquired knowledge in different disciplines.
The course is addressed to master students in management. Students need to have basic knowledge in management and marketing.
Course contents can be divided into three blocks of lessons, whose duration depends on the degree of knowledge of students regarding the progressively faced arguments that they show to possess. In particular, the first and the second blocks are devoted to the frontal lessons, while the third block is devoted to the project works through group works and their discussion.
The three blocks of lessons have the following content and average duration:
I° Block of lessons – Distribution system: functions and actors (16 hours):
Commercial services and distribution forms. Development and variety in the retail and wholesale sectors. Distribution channels. Public regulation of commercial activities. E-commerce.
II° Block of lessons – Retail management: principles and tools (20 hours):
Primary strategic decisions. Strategic and operational marketing. Visual merchandising, layout and display. Financial management. Technological innovations.
III° Block of lessons – Project Works (12 hours):
Project works through group work composed of four or five students. Presentation and discussion of the project works.
The course will analyse the following topics referred to commercial enterprise: Commercial services and distribution forms. Development and variety in the retail and wholesale sectors. Distribution channels. Public regulation of commercial activities. E-commerce. Primary strategic decisions. Strategic and operational marketing. Visual merchandising, layout and display. Financial management. Technological innovations.
The course is structured in two parts, the first one devoted to the frontal lessons and the second one devoted to the project works. In both parts, it is expected an extensive use of interaction between teacher and students. There is no provision for the use of the slides used during the course as they are designed and structured as a specific tool for supporting frontal lessons rather than as a stand-alone study material and disconnected from the lectures led by the teacher. On the other hand, some supplementary study material is provided with respect to some contents given during the lessons, made available on the teacher’s website.
SCIARELLI S., VONA R., Management della distribuzione. Elementi di economia e gestione delle imprese commerciali, McGraw-Hill, 2009, capitoli: 1, 2, 3, 4, 5, 6, 8, 12, 13, 15, 18, 19.
The assessment is based for all students on two parts: a written test based on a mix of open and closed questions and an oral exam; only for students who follow the course the assessment is based also on presentation and discussion of the project work.
The criteria for assessing the degree of learning refer to the comprehension of the subjects covered by the study program, the communicative capacity in written and oral form, including the ability to use appropriate language, and the synthesis skills and critical analysis. The final vote is expressed in scale from 0 to 30, and is the result of an overall evaluation by the teacher, due to the abilities and the overall degree of knowledge demonstrated by the student both in the written test and in the oral exam; moreover, for students who participate at the project works, the final vote also takes into consideration their presentation and discussion. Students have the opportunity to see the correction of the written test independently of the vote obtained and to receive any clarification regarding the answers given to the questions of the test.